One of the most exciting things about the digital age is its contribution to growing the global community. We are all more connected and more accessible to one another than we have ever been. While that is monumental for social and political reasons, it also fundamentally changes our ability to do business internationally. 20 years ago a U.S. business may never have considered a customer base in Beijing. Today, it’s happening every minute.
Taking a brand worldwide creates new potential for revenue but it also adds a new level of complexity to your marketing strategy. You have to understand language, cultural and legal nuances to effectively reach people in various countries. When you’re dealing with online advertising, you have to understand how targeting and bidding will be impacted by expanding into other countries.
In this post, we’ll cover tactics for reaching an international audience via PPC advertising. First, start by thinking about how international targeting relates to your campaign structure.